How do you bring attention to a disease that affects so many Canadians but is still a long way from a cure?
Putting a pink wig on veteran actor Gordon Pinsent is a good start.
A new ad campaign launched this week to get people thinking about the Canadian Breast Cancer Foundation CIBC Run for the Cure, which takes place across the country on October 3rd.
What is now the country’s largest one-day fundraiser run by volunteers began as a grassroots event 18 years ago in Toronto.
About 1,500 people took part in the first Run for the Cure in 1992, raising $85,000 for research, education and awareness. Last year, 170,000 Canadians from dozens of communities raised more than $26.5 million.
Now, Citytv personalities have joined other local celebrities to encourage people to join the cause. Breakfast Television’s Frank Ferragine and Jennifer Valentyne, CityLine host Tracy Moore and CityNews reporter Cynthia Mulligan appear on the new website areyourunning.ca.
Mulligan was diagnosed with breast cancer earlier this year and had her last chemotherapy treatment last week.
Watch unedited behind the scenes footage from the shoot: